{
  "id": 2051679,
  "title": "ATT Vietnam launches Vietnam's first DOOH OpenPath integration",
  "url": "https://urgent.news/2026/08/20/att-vietnam-launches-vietnams-first-dooh-openpath-integration",
  "topic": "business",
  "section": "Business",
  "published": "2026-08-20T01:00:00.000Z",
  "source": {
    "name": "VnExpress Business",
    "slug": "vnexpress-business",
    "url": "https://e.vnexpress.net/news/business/att-vietnam-launches-vietnam-s-first-dooh-openpath-integration-5105822.html"
  },
  "original_language": "en",
  "account": "ATT Vietnam has introduced its first Digital Out-of-Home (DOOH) integration with OpenPath on The Trade Desk platform. This connection offers advertisers greater visibility into ad placements and allows DOOH campaigns to be planned, managed, and measured alongside other digital channels such as connected TV, online video, and display advertising. Tuan Nguyen, CEO of ATT Vietnam, emphasized that this integration marks a significant milestone for both the company and Vietnam's DOOH market. He noted that as the digital out-of-home market continues to expand, advertisers are increasingly seeking the same level of transparency and accountability typically found in other digital channels. By partnering with The Trade Desk, ATT Vietnam aims to bring global programmatic standards to Vietnam's outdoor media market and make premium DOOH inventory more accessible and effective for advertisers. OpenPath, a direct supply path solution from The Trade Desk, simplifies omnichannel campaign planning, enabling advertisers to activate DOOH alongside other digital channels more easily. Bihao Pan, General Manager of Inventory Development for South Asia Pacific at The Trade Desk, highlighted that the integration streamlines the process of activating DOOH alongside other digital channels, providing advertisers with a more direct route to Vietnam's DOOH inventory through a transparent and efficient supply chain. Together, ATT Vietnam and The Trade Desk aim to make programmatic out-of-home advertising simpler to plan, buy, and measure as part of broader campaigns. The integration is now operational. ATT Vietnam manages over 6,800 digital screens across the nation, including locations such as AEON Mall, GO! Mall, Vincom Mega Mall, Guardian, WinMart, WinMart+, WIN, and various food and beverage outlets.",
  "summary": "ATT Vietnam has become the first company in Vietnam to integrate digital out-of-home (DOOH) advertising with The Trade Desk's OpenPath, giving advertisers more transparent and efficient programmatic access to DOOH inventory.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}